Kim Kardashian’s New Shapewear Brand Is Being Accused of Cultural Appropriation

Update July 1, 2019:

On Monday morning Kim Kardashian West announced that she will be renaming her shapewear line.

"Being an entrepreneur and my own boss has been one of the most rewarding challenges I’ve been blessed with in my life. What’s made it possible for me after all of these years has been the direct line of communication with my fans and the public," she wrote on both Twitter and Instagram. "I am always listening, learning and growing—I so appreciate the passion and varied perspectives that people bring to me. When I announced the name of my shapewear line, I did so with the best intentions in mind. My brands and products are built with inclusivity and diversity at their core and after careful thought and consideration, I will be launching my Solutionwear brand under a new name. I will be in touch soon. Thank you for your understanding and support always."

Update, 3:10 p.m.: Kim Kardashian West has released a statement in response to the backlash she's received for naming her shapewear brand Kimono:

"I understand and have deep respect for the significance of the kimono in Japanese culture and have no plans to design or release any garments that would in any way resemble or dishonor the traditional garment," she said to the New York Times. "I made the decision to name my company Kimono, not to disassociate the word from its Japanese roots but as a nod to the beauty and detail that goes into a garment. Filing a trademark is a source identifier that will allow me to use the word for my shapewear and intimates line but does not preclude or restrict anyone, in this instance, from making kimonos or using the word kimono in reference to the traditional garment. My solutionwear brand is built with inclusivity and diversity at its core and I’m incredibly proud of what’s to come."

Original story, 11:30 a.m.:

Earlier this week Kim Kardashian West announced she'd be launching yet another new business venture: an affordable, size-inclusive shapewear line.

"Finally I can share with you guys this project that I have been developing for the last year. I’ve been passionate about this for 15 years," she wrote on Instagram. "I would always cut up my shapewear to make my own styles, and there have also been so many times I couldn’t find a [shapewear] color that blended with my skin tone, so we needed a solution for all of this."

Many were excited about the range of the collection: pieces going up to a 4XL, available in nine different shades, priced accessibly. However, in the days since her reveal, there has been backlash bubbling up on the Internet because of the brand's name, Kimono.

People have accused Kardashian West of cultural appropriation over the name of her shapewear line. There's even a hashtag: #KimOhNo.

"Wow, @KimKardashian. Thanks for BUTCHERING Japanese culture!!! My culture is not your plaything." one Twitter user wrote. "You don't have any respect for people who are not your family, do you? In the 15 yrs developing this project, couldn't you find a cultural advisor?"

"The year is 2039. A child is asked what a kimono is. They reply with "Kim Kardashian's shapewear range." And there begins the gradual erasure & dilution of the kimono's rich cultural history for future generations. One of many reasons why trademarking it is NOT OKAY #KimOhNo," another said.

Some of this pushback began last year, when TMZ broke the story that Kardashian West filed documents to trademark "Kimono Intimates," and eyebrows were raised. Now that the project is out, many are grappling with their dislike of the name and the support of the inclusive launch.

Some folks are sharing photos of themselves in the traditional garment on social media, to convey the importance and significance they have in Japanese culture.

Even London's Victoria and Albert Museum got involved.

This isn't the first time that Kardashian West has been accused of cultural appropriation. She has come under fire on social media in the past from the black community over her choice to wear her hair in cornrows. "Maybe if I had come out and explained that from the beginning instead of calling them 'Bo Derek braids,' then it wouldn't have gotten such backlash," she said after an incident last year. "But in no way am I ever trying to disrespect anyone's culture by wearing braids. If anything, my daughter was so excited to see me get matching braids with her. [When] we did her hair in these braids, she was so excited."

Originally Appeared on Glamour